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You vs. We: Which Is the Best Way to Phrase a Campaign?

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By Tim Riesterer, Coporate Visions
| Adweek Verified
It’s a quandary many marketers face: What’s the best pronoun to use when referencing a target audience? Should you be talking to them using you-phrasing? Or are we better off using we-phrasing? It turns out one little word can have a big impact on campaign success. The concept of you-phrasing as a replacement for we-phrasing, while slightly obscure, has been around for decades in the academic realms of social psychology and behavioral economics.
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